Small folklore forms are stored in a memory as a unit with figurative meaning, their own rhythm and rhyme. That is why they are appropriate for different modifications. Modifications of proverbs and sayings are as common as proverbs, sayings itself. On the one hand we can follow the creating of the 'new proverbs', where the wit and the language capacity of the creator (though he/she is not known) are seen; but on the other hand, funny modifications of the traditional proverbs are almost more common as the traditional proverbs in Slovene everyday language. One of the youngest modifications is made for commercial purpose. Copy-writers are using small folklore forms to create more memorable commercial, specifically rhythm, rhyme, melody, partly words, form etc. of the proverb/saying/riddle. In the article, the author presents the modifications of small folklore forms in Slovene language and he questions the purpose of the use of small folklore forms for the commercials.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.